How to Find a Sponsor? Tips from Alicja Tchórz
When we think of athletes, we often picture those featured on the front pages of newspapers, online portals, or on TV. Journalists discuss their earnings and sponsorship deals, with figures that ignite our imagination. Learn how to secure a sponsor and build a mutually beneficial relationship in the next part of AQUA SPEED Magazine's guide, prepared by Alicja Tchórz!
Athletes looking for sponsors can turn to managers, media agencies, or register on platforms such as Nasimistrzowie.pl or Whitepress. For those seeking sponsorship independently, I recommend focusing on a few companies that actively collaborate with the sports industry and whose target audience aligns with the athlete's own (e.g., a local organization).
Sending hundreds of random sponsorship proposals to businesses, in my experience, is not very effective.
Sometimes companies have specific marketing strategies and begin seeking individuals to collaborate with. To identify such opportunities, dedicated groups on Facebook, LinkedIn, or the aforementioned platforms can be particularly helpful.
Important Competencies for Athletes
Unfortunately, there is still a lack of training for athletes in this area. A sports career is short, and how athletes make use of their "five minutes" largely depends on them. If I were a young aspiring athlete, I would definitely focus on:
- improving my English skills
- developing relationships with the media (I know giving interviews can sometimes be tedious, but this is how you build your image and reach beyond the narrow circle of fans of your sport)
- diligently managing my social media accounts
Building an Athlete's Image
When managing your online presence, it’s important to remember the following rules:
Be Active!
Just because there are no current competitions doesn’t mean your profiles should go silent. Fans are curious about how you train, what you eat, and how you relax. You are their idol. If you want to reach a broader audience and become a more valuable asset for sponsors, share updates regularly on social media.
However, avoid generic posts like "Happy Monday" or "Have a great weekend" – there are plenty of such profiles already. Stick to the principle: post only when you have something genuinely important, interesting, necessary, or funny to share. Find your unique angle and provide added value to your fans, such as interesting sports information, tips, or motivational content.
Be Authentic!
Nothing sells better than authenticity. Define your vision for your profile and the target audience you want to reach. Share consistent content in areas where you feel confident. If you’re into nutrition, post recipes or cooking videos. If you’re passionate about workouts, share training tips. Write in a natural and relatable tone, tailoring your content to your audience.
Stay Active During Competitions!
We know competition days leave little time or energy for posts, but these events are crucial for both you and your fans. Share results promptly – your followers should hear the news directly from you first.
Be Proud of What You Do!
You’re a champion in your field. Don’t downplay your achievements. Be objective but not overly critical of yourself. If you win the national championship, celebrate it! There’s no need to mention if your time wasn’t a record – fans will simply be thrilled by your success.
Act Like an Idol!
Your official profiles should be neat and professional. Avoid posting party pictures or content that detracts from your image. Be a role model worth following.
Post Videos!
They don’t have to be professionally produced. Facebook, as a social platform, favors raw, authentic content. Handheld videos often perform better in the algorithm, especially if paired with promotions. If your videos gain popularity, you might even consider starting a YouTube channel.
Don’t Forget Instagram!
Instagram is an easy and effective way to build your image. Audiences focus on visuals and respond quickly to images. Tag sponsors in your photos and use relevant hashtags to reach a broader audience.
Leverage Online Stories!
Stories on TikTok, Snapchat, Facebook, or Instagram enrich your content and are highly popular. They let fans get closer to you, understand you better, and share in your journey.
Ask Questions and Respond!
Interaction with your audience is key. Ask them for their opinions or about their favorite exercises. Make them feel valued (because every fan is important) and give them a sense of influence over your actions. If someone asks you a question, whether in a comment or private message, be sure to respond.
Host Contests!
Engage your fans with contests – they’re a great way to boost activity on your profile. Contests drive traffic, likes, comments, and shares. And that’s exactly what you want!
PS: Every athlete has some gadgets fans would love to have. Sponsors also value your ability to give interviews, connect with youth, and embody values that align with their company mission.
Alicja Tchórz – creator of the nasimistrzowie.pl platform, a Polish swimmer specializing in backstroke, European short-course champion, and multiple Polish record holder. She competed in the Olympic Games in London and Rio de Janeiro.
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Also, read the first part of the guide by Alicja on what sports sponsorship is, available in AQUA SPEED Magazine.